Michelin Lifestyle expand brand into the gaming world

Thanks to carefully negotiated authenticity agreements with software developers  , Michelin Lifestyle has enabled the Michelin brand to be visible in some of the world’s top selling video games, such as Forza Motorsports, CSR racing and Project Cars – giving our brand presence to huge audiences across all gaming platforms.

Our brand presence however is not solely in racing games, we reach much further into other genres, for example Michelin has become an official partner of Farming Simulator 22, the latest release in the multi-million selling video game series.

 

Speaking about the partnership, Bastien Nourisson, Agriculture Communication Manager at Michelin, says: “Since 1935, Michelin has been helping farmers to equip their vehicles with tyres that have constantly evolved in terms of sizing and technology, and as a natural evolution, we are pleased to continue in this direction by offering millions of Farming Simulator players our complete range of tyre solutions. From tractors and sprayers, to the harvesting equipment and back to the trailer, all our ranges, sizes and technologies available in real life, will now be available in the virtual world.”

Developed and published by GIANTS Software, Farming Simulator was introduced in 2008 and more than 25 million copies have been sold worldwide since, this being the eighth evolution of the popular farming simulation game.

Michelin TLD tyres and Vehicle Accessories also feature in the latest version of the European Truck Simulator 2 game which allows players to use our tyres and make bespoke liveries of their trucks.

Michelin Coolbox, air freshener and apparel are amongst the items available for players to buy in a downloadable content format called ‘The Michelin Fan pack’

 

Game provider, SCS Software, launched a promotional video to support the latest update, which has seen over 70,000 views and almost 3000 likes and the game has an audience of over 9 million users!

 

 

In the second half of 2022 we’ll be launching an exciting new project in conjunction with game developer NACON and our colleagues at The Michelin Guide – for a “taster” see here…. https://youtu.be/_Anql7OyJVg

 

These and many other collaborations with gaming manufacturers allow Michelin to be visible to a huge and audience of gamers, giving our brand prominent visibility and an opportunity to influence a whole new audience who are super engaged.